SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.

36713/epra2016 ISSN: 2455-7838(Online)

EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

A STUDY ON CUSTOMER’S SATISFACTION TOWARDS LG

PRODUCTS WITH SPECIAL REFERENCE TO
COIMBATORE CITY

Dr. R. Mayilsamy
Assistant Professor, Department of Commerce with Professional Accounting,
Dr. N.G.P. Arts and Science College, Coimbatore

Harini.D
Student of III B.Com.(PA), Department of Commerce with Professional Accounting,
Dr.N.G.P Arts and Science College, Coimbatore

ABSTRACT
LG Corporation established as Lak Hui Chemical Industrial Corp. in 1947. In 1952, Lak Hui (pronounced "Lucky",
currently LG Chem) became the first South Korean company to enter the plastics industry. As the company expanded its
plastics business, it established GoldStar Co. Ltd. (currently LG Electronics Inc.) in 1958. Both companies Lucky and
GoldStar merged and formed Lucky-Goldstar in 1983.
GoldStar produced South Korea's first radio. Many consumer electronics were sold under the brand name
GoldStar, while some other household products (not available outside South Korea) were sold under the brand name of
Lucky. The Lucky brand was famous for hygiene products such as soaps and HiTi laundry detergents, but the brand was
mostly associated with its Lucky and Perioe toothpaste. LG continues to manufacture some of these products for the
South Korean market, such as laundry detergent.
Koo Bon-moo renamed the company to LG in 1995. The company also associates the letters LG with the
company's tagline "Life's Good". Since 2009, LG has owned the domain name LG.com.

INTRODUCTION behaviour is the integral part of the human behaviour

The project is entitled as” a study on the
customer satisfaction towards LG PRODUCTS with
special reference to Coimbatore city is carried out
with the objective to determine the customer
satisfaction.
(i) CONSUMER BEHAVIOUR
Consumer behaviour is the study of individuals,
group, or a organisation and the process they used to
select, secure, use and dispose of products, services,
experiences or the ideas to satisfy their needs and
wants. Consumer behaviour is the behaviour
exhibited by people in planning, purchasing and
using the economic goods and services.Consumer
2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016
and cannot be seperated from it. In fact the consumer
behaviour is a subject of human behaviour. This
does not mean that all human behaviour is
consumption oriented. Human behaviour refers to
the total process by which individuals interact with
their environment.
(ii) CUSTOMER SATISFACTION
Customer satisfaction is a term frequently
used in marketing. It is a measure of products and
services supplied by a company to meet customer
expectation.
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 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020
STATEMENT OF THE PROBLEM
It is a struggle that there is competition to the LG
products in the market.There is less quality in its
products comparing to others.Now in the present
century new technologies introduces new brands of
electronic items, every day the new arrival of
electronic items has made the companies constantly
engaged in gaining attention of the consumer like
price, offer etc., so comparing to others LG has not
adopted the new technologies.The solution for
improving the LG PRODUCTS is to be analysed.
SCOPE OF STUDY
The main aim is to examine the customers level of
satisfaction on LG PRODUCTS with special reference
to Coimbatore city. This study helps in understanding
the needs and changes to be done in LG PRODUCTS.
It will also helps in finding out the customers opinion
on the technical and services support rendered by the
LG COMPANY.The survey focus on the opinion of
the respondents regarding the LG PRODUCTS.
OBJECTIVE OF STUDY
 To determine the major factors influencing
the buying behaviour of the customer.
 To know the customers opinion towards
the LG PRODUCTS.
 To find out the problems faced by the
consumer on buying the product.
 To analyse the level of satisfaction towards
the LG PRODUCTS.
STATISTICAL TOOL USED
 Simple percentage analysis
 Liker scale analysis
REVIEW OF LITERATURE
Janaki and Shanthi, (2013) in their study entitled,
“Marketing Stimuli in Purchase of Home Appliances
From Customer Perspectives”, explains that marketing
strategy is the game plan which the firms must adhere to,
in order to outdo the competitor or the plans to achieve the
desired objective. The people consume things of daily use,
and buy these products according to their needs,
preferences and buying power. The objectives of the study
are to study the purchase decision behaviour relating to
home appliances and to analyze customer response to the
marketing stimuli of home appliances. The study was
carried out with the sample size of 200 respondents
selected based on proportionate
random sampling with in Coimbatore city. The data were
collected with interview schedule and were analyzed
using percentage weighted average score analysis of
2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016
ISSN: 2455-7838(Online)
- Peer Reviewed Journal
variances. The findings of the study included that
education and income of the respondents are the two
socioeconomic variables which have significant
association in all the stages which the buyers undergo
while purchasing home appliances.
Shahram Jenabi, Seyed Yahya Seyed Danesh and
Minoo Yousefi (2013)
made a study titled, “Examining the effect of Brand
dimension (trademark) on home appliances consumers’
behavior Case study: LG brand in Rasht city”, tells that
one ofthe most important and valuable assets of a
company is its trademark. The more valuable is a
trademark for consumers more profit the company
achieves.
Janaki, P and Shanthi, P (2013) “Marketing Stimuli In
Purchase Of Home Appliances From Customer
Perspectives”, International Journal of Sales & Marketing
Management Research and Development (IJSMMRD),
Vol. 3, Issue 2, pp. 23-30.
Shahram Jenabi, Seyed Yahya Seyed Danesh and
Minoo Yousefi (2013) “Examining the effect of Brand
dimension (trademark) on home appliances consumers’
behavior Case study: LG brand in Rasht city”,
International Research Journal of Applied and Basic
Sciences, Vol.4, Issue.7, pp.1894-1900
DATA ANALYSIS AND
INTERPRETATION
The data collected from the samples have
systematically applied and presented in the tables
under various headings in the following pages. They
were also arranged in such a way that, a detailed
analysis can; be made so as to present suitable
interpretation for the same. The data have been
analyzed using the following statistical tools.
 Percentage analysis
 Likert scale analysis
PERCENTAGE ANALYSIS
The percentage analysis is mainly used to specify
the number of respondents in the sample falling in each
category. Further, it is also used as a standard for
comparison purpose. A number of respondents
distribution shows the number of frequencies in
various classes, which helps to get preliminary idea
with respect to objectives under study. To interpret the
results comprehensively percentage value are
computed.
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 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

FORMULA PERCENTAGE =
Number of respondents
* 100

Total number of respondents

TABLE NO: 1
GENDER OF THE RESPONDENTS
SI.NO Gender NO. OF. PERCENTAGE
RESPONDENT

1 MALE 50 41%
2 FEMALE 72 59%
TOTAL 120 100

INTERPRRETATION Out of total 120 respondents, 41% of the respondents are

The above table shows that Gender of the respondents. male and 59% of the respondents are female.

TABLE SHOWING THAT WHICH THE RESPONDENTS LIKES

S. NO PARTICULARS RESPONDENTS PERCENTAGE

1 Washing machine 52 37%

2 Television 45 32%
3 Refrigerator 35 25%
4 Mobile phones 8 6%
TOTAL 140 100

ITERPRRETATION LIKERT SCALE ANALYSIS

According to the respondents, 37% of the
respondents likes washing machine, 32% of the
respondents likes television, 25% of the respondents likes
refrigerator, 6% of the respondents likes mobile phones.
Majority (37%) of the respondents likes the Washing
machine.
A Likert scale analysis is a method of meaning
attitude. Ordinal scale of responses to a question or
statement, ordered in hierarchical from strongly negative
to strongly positive. Used mainly in behavioural science,
in likert’s method a person’s attitude is measured by
combining (additional or averaging) their responses all
items

FORMULA
Likert scale = ∑ (FX)/Total number of respondents
F = Number of Respondents
X = Likert Scale Value
(FX) = Total Scale

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |78 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

TABLE SHOWING THE OPINION OF THE RESPONDENTS TOWARDS THE SERVICE

S.NO PARTICULARS RESPONDENTS LIKERT TOTAL
SCALE SCORE
1 Excellent 44 5 220
2 Good 58 4 232
3 Average 23 3 69
4 Poor 5 2 10
5 Very poor 10 1 10
TOTAL 140 541

Likert Value= fx/no. of respondents

= 541/140
= 3.8

INTERPRETATION good, 23 are average, 5 are poor, 10 are poor.

The table shows that 44 respondents are excellent, 58 are

TABLE SHOWING THE OPINION OF THE RESPONDENTS TOWARDS PRICE OF LG PRODUCT

S.N O PARTICULARS RESPONDENTS LIKERT TOTAL

SCALE SCORE

1 Excellent 55 5 275
2 Good 60 4 240
3 Average 22 3 66
4 Poor 0 2 0
5 Very poor 3 1 3
TOTAL 140 584

Likert scale value : ∑(FX)/total number of respondents

= 584/140
= 4.1

INTERPRETATION employees.
The table showing that 55 excellent, 60 are good, • Majority (52%) of the respondent’s annual
22 are average, 0 are poor, 3 are very poor. income are below Rs. 150000.
Likert scale value is greater than the mid value, so • Majority (59%) respondents are living as a
the respondents are satisfied with the price of the LG joint family.
product.
• Majority (37%) of the respondents likes to buy
washing machine .
FINDINGS, SUGGESTIONS AND
• Majority (64%) of the respondents prefer to
CONCLUSION buy their product from showrooms .
FINDING
• Majority (66%) of respondents said that the
• Majority (66%) of the respondents are from price is affordable .
the age group of below of 25years.
• Majority (38%) of the respondents got
• Majority (68%) of the respondents are awareness about the product by
unmarried. advertisements.
• Majority (62%) of the respondents are under • Majority (38%) of the respondents are been
graduate. the customer of the LG product for 1-2 years.
• Majority (42%) of the respondents are private
2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |79 |
 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

• Majority (44%) of respondents said that the Investyadnya.in. Retrieved 20 December 2018.
quality factor made them to buy the LG
product. WEBSITES
1. www.wikipedia.com
• Majority (34%) of the respondent’s buying
2. Engadget.com
decision are been influenced by chief wage 3. Mobigyaan.com
earner. 4. Lg.com
• Majority (56%) of the respondent rates their
experience of using the LG product as good.
• Majority (52%) of the respondents agrees that
the brand name influences their purchase.
• Maximum respondent said that the satisfaction
level towards the price, brand, quality, design
and service are good.

SUGGESTIONS
From this survey we found that:
 Majority of the customers prefers to use
washing machine so the level of sales volume
can increase by launching showrooms in
Center of towns and in Rural areas.
 By introducing new offers to reputed
customers, they can increase the sales level of
business.
 The quality of service in showrooms would be
increase, so the pessimistic level for customer
can be huge.
 Advertisement of this product can be increase
to reach in wide range of customer.

CONCLUSION
The study is about analysing the customer satisfaction
towards LG products and for this study a sample of 140
was collected from the respondents and percentage
analysis and chi square were used as tools to analyse the
data the conclusion is that variety and service should be
increased so that the sales volume can be increased in the
future period of time. If the suggestions given by the
respondent regarding LG product implemented by the
company, the sales volume of the LG product and growth
of the company will be improved.

REFERENCE
1. “LG overview”. LG corp. Archived from the original
on 23 June 2013. Retrieved 7 April 2013.
2. Song, Su-hyun. “LG founder bequeaths principle of
harmony, sustainable growth”. The Krea Herald.
3. comScore Reports October 2012 U.S. Mobile
Subscriber Market Share – comScore, Inc.
Comscore.com (2012-11-30). Retrieved on 2013-07-
12. . LG Electronics. Retrieved 20 August 2013.
4. “LG Logo: Design and History”. FamousLogos.net.
Retrieved 12 October 2011.
5. “Consumer Durable Sector Analysis | Top 8
Consumer Products Companies In India”.

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |80 |